The problem with measuring blogs is not how to do it, but rather that the nature of blogs renders management impossible. This paper looks at both the tools and techniques that can be used to get a handle on this phenomenon, and provides advice to communications professional on what to do with the data once they have it. This article describes the basic structure of a blog measurement program and describes a few of the tools available for measurement. It also describes more sophisticated methods of blog measurement as well as discusses ways to participate in the blogosphere. [BNET Annotation]